Research from Motoring.co.uk shows that one in five UK consumers search the web for video car content. Chris Green, co-Founder and sales director of Motoring.co.uk, said “our new research shows that manufacturers and dealers have much to gain by addressing the needs of the online car researcher and buyer with unique online video content. However, what is apparent is that many car manufacturers either bury their unique video content on their site making it difficult to find or simply don’t make it at all. There is growing consumer consumption of video on demand content, especially via mobile devices or iPads and it presents manufacturers a great opportunity to showcase their cars old and new.
Results of the research found that 18-44 year olds are most likely to search the web with 22% consuming video car reviews on YouTube when they are deciding what car to buy next and 20% visiting car manufacturer websites to watch video. The over 45’s were less likely to search for videos, with only 10% using YouTube and 13% using car manufacturer websites.
Chris Green also added “dealers are also missing out on web traffic and sales leads by not using video content effectively. Video content provides an excellent platform to inform and convert potential car buyers, via buyer’s guides, car reviews and video overviews, which can be broadcast on a dealer or manufacturer’s website and potentially on other portals like Motoring.co.uk.